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Content Strategy Creation: A Pregame Checklist

Content Strategy Creation: A Pregame Checklist


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Before we jump into the checklist, let’s take a minute to go over what the crucial elements of content strategy creation include. For content marketing to be successful, your content needs to make it in front of the right eyes. Then, once your content has sufficiently inspired this group, they need somewhere to take action. Lastly, once a visitor has become a lead, you need to be ready to start nurturing that prospect into a customer.

In other words, you can see how strong content can form the foundation of a larger plan to get better leads and more paying customers, but also that content alone can’t do the job. Before you publish your next content masterpiece, review this checklist so you get the most from your marketing budget.

1. A Good Website
Not just any website will do, and this needs to be the first step of any content strategy creation as your website must be ready to serve as the hub of all your marketing efforts. Not only will you need a well-functioning home for your company blog, but you’ll also need a destination for all the leads you’re hoping to attract with your content.

If you try and do it the other way around—do your content strategy creation and then focus on your website—you’re likely to lose any attention you’ve attracted from your content as there’s no clear path for your audience to take. Remember, people on the web want instant and easy access to solutions. If there’s too much resistance, most people will simply click the “back” button and try somewhere else.

2. An SEO Plan
Along with directly driving leads, one of the other jobs for your content is to improve your ranking among organic searches. Of course, it’s impossible to know which topics and keywords to use to improve your SEO without an SEO plan! When working on content strategy creation, SEO is a great place to start.

Take the time to research how people are using search engines to learn about your industry and the kinds of solutions your company provides. Then, you’ll have a better idea of which topics to cover with your content, and which keywords to target using your website pages, blogs, and content on other digital assets like social media.

3. A Distribution Strategy
Posting content to your company blog is only the beginning, not the end of the process! Plus, not all of the content you create should be destined for your blog.

Instead, your content strategy creation should include paths for reaching both a steady audience and for reaching new people to build up your base. For example, most content distribution strategies include social media as these platforms were made to showcase content and share it with other people. Email is another important distribution channel and it can incorporate all the people who have signed up for your newsletter and promotions as well as directly message active contacts such as previous buyers.

4. A Plan for Contact Management
Most companies juggling many customers and prospects use some form of customer relationship management (CRM) software, but even the smallest outfits will benefit from an organized method for tracking and managing interactions with people. It’s also important to have a process in place before you get your content marketing motor running and have a bunch of leads on the line going stale because you’re not taking action.

CRM software such as HubSpot or Salesforce keeps tabs on everything from phone calls made to a customer to a list of resources he or she has downloaded from your website. It tracks emails and interactions with those messages to improve drip marketing and lead nurturing, and it makes it easy for different people in your organization to get this information because it’s all centralized.

Even if you don’t use a formal CRM program, you must have a plan for what you want to happen when prospects start interacting with your content. For example, a very basic plan could include content distributed among social media accounts, links in the content back to a landing page on your website, a form on that landing page to collect contact information from leads, and a monthly outreach email to send to any leads received from that pipeline.

5. A Point Person
The last piece to have in place is to designate one person to be responsible for keeping all these pieces together. That person doesn’t necessarily have to be the one doing the writing or the keyword research or plotting the specifics of social media distribution. In fact, it’s probably more efficient to have a team of people with specific talents in writing, social media, and SEO or to outsource different aspects of your marketing.

However, every content strategy is going to have a lot of moving pieces that need to remain coordinated if they’re going to be effective. Someone should be designated to spearhead your content strategy creation and to manage the different pieces to ensure they come together cohesively.

Now You Can Create Content
The good news about this checklist is that you probably only need to go through it once. All of these elements are foundational, so once they’re in place, you’ll only need to check in and update periodically—not every single time you create content!

If you’re struggling to get these pieces in place or need an experienced point person to sort it all out, we can help! Start by telling us a little bit about your current process or what your goals are, and we’ll let you know what’s next. Click here to send a message!


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We Want Leads! Understanding Marketing Automation

We Want Leads! Understanding Marketing Automation


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Marketing automation is all about making computers do the heavy lifting when it comes to reaching your current and potential customers. The idea is to have repetitive tasks done by software to save you time and resources so you can focus your efforts elsewhere. The concept is a good one and we use automated tasks every day to schedule social media posts, distribute emails, and optimize ad campaigns.

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5 Tips for Your Small Business Marketing Strategy

5 Tips for Your Small Business Marketing Strategy


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Marketing strategies for growing your small business are an important part of your overall business plan, but nailing down the best approach for your company can be tricky. With so many options available and even more combinations to try, how can you be sure that you’re choosing the best small business marketing strategies?

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Digital vs. Traditional Marketing: What You Need to Know

Digital vs. Traditional Marketing: What You Need to Know


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With so many individual tactics to consider, figuring out how much to spend on marketing and how much to allocate to each activity can be tricky for business owners. We spend most of our time focusing on digital methods, but traditional marketing approaches have their benefits, too. Here’s what you need to know about each, and what results you can expect so you can make smart decisions.

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Google My Business: The Best Free Tool You Can’t Ignore

Google My Business: The Best Free Tool You Can’t Ignore


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 Photo credit: dzianominator - stock.adobe.com

Chances are, you’ve interacted with companies using Google My Business from the consumer side. Whenever you’ve turned to Google to search for a product or service near you, especially if you’re searching Google Maps, it’s very likely that the search results presented you with a list of options that pointed to the profile setup by that company using Google My Business. If you’re starting to wonder whether this is a service that’s right for you, or how to get your details listed, you’re in the right place.


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Local Business? Want More Leads? Try Google Local Services Ads

Local Business? Want More Leads? Try Google Local Services Ads


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Almost half of all Google searches are local, meaning that of the 5.6 billion searches Google processes every day, close to three billion of them are on the hunt for local products and services. Google Local Services ads are one of the best advertising methods for local businesses to get more leads. This service will also help boost consumer trust and provide companies with access to advanced advertising and lead tracking systems to be sure you’re making the most of your advertising budget.

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A Billboard in the Desert: How to Increase Website Traffic the Right Way

A Billboard in the Desert: How to Increase Website Traffic the Right Way


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A well-functioning website is an important asset for any company as virtually all consumers use the internet to find out and products and services, answer questions, and solve problems. It may seem like the more you increase website traffic, the better you’re doing because every visitor is a potential customer, right? Not necessarily. While there’s no direct harm from having someone visit your site and do nothing, your business will be much better off if more of those visitors turn into customers.

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Content is King

Content is King


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Search engine optimization is all about getting your pages to the top of the list of search results so potential customers can find you, learn about your products and services, and hopefully choose you when they are ready to buy. When trying to improve youar SEO, there are a lot of technical details to keep track of and there can sometimes be an air of mystery surrounding “what it takes” to get to the top.

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SEO Basics: Ranking for a Keyword

SEO Basics: Ranking for a Keyword


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There’s a lot of talk in SEO and marketing circles about ranking for particular keywords. Much of the conversation centers around which keywords to choose, how to understand competitive keywords, how to make use of less-competitive or long-tail keywords, and how all these words will help potential customers find you. But, what does it all mean? What is ranking for a keyword? How do you make it happen? Let’s take a look.

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How are Product, Service, and Blog Web Pages Different?

How are Product, Service, and Blog Web Pages Different?


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It may seem like the primary difference between your website’s pages is the content they contain. However, each page and type of page serves a very different and important function. For example, your site’s home page serves as sort of a catch-all and should be used to inform visitors who you are, direct new visitors where to go next, and help returning visitors find what they are looking for. What, then, is the purpose of all those other pages and how are they different? Let’s take a look.

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What is a CMS and Why do I Need One?

What is a CMS and Why do I Need One?


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Whether you’re considering a new website for your business or are looking for ways to make your current site more effective, you’ve probably run into the word “content” plenty of times along with a few mentions of how important content is to your marketing strategy. Content can be anything from photos, graphics, and videos to the words on your web pages and blog posts. Keeping tabs on all your bits of content can be overwhelming, and that’s where a Content Management System (CMS) comes in.

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SEO: Super Simple Basics You Need to Know

SEO: Super Simple Basics You Need to Know


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The concept of search engine optimization (SEO) can be intimidating for those who are unfamiliar with how it works. While a deep-dive into all the intricacies of SEO will require a bit of dedication and time, there are a few basics that should form the foundation of every SEO strategy that everyone can tackle themselves.

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Why you should use GSuite for your business.

Why you should use GSuite for your business.


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 Photo credit: dzianominator - stock.adobe.com

Gsuite is a collection of intelligent apps from Google that will help make your online life more manageable. There are apps for email, documents, file storage, messaging, video conferencing, and much more. Forget skipping around from app to app as you read your email, work on a document, add to a spreadsheet, or create a presentation--especially if you’re trying to do it all while collaborating on a project! Instead, Gsuite provides solutions for all these functions and more while working together seamlessly for a streamlined, more efficient process.


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How Do I Sell Services and Attract Clients Organically?

How Do I Sell Services and Attract Clients Organically?


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Growing your business organically means bringing more traffic to your website from people who are using search engines like Google to solve problems. It’s also accomplished by capturing their attention on other digital assets such as your social media pages or your website’s blog and bringing them along a path toward a purchase. Organic traffic is different from paid traffic that arrives from clicking an ad you’ve paid for as those visitors are likely to find you by following a different path. Let’s take a look at developing organic traffic to boost sales of your services.

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Skimmable, Snackable Content

Skimmable, Snackable Content


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When creating content, two conflicting worlds have to come together if the content is to be successful. The first is that longer content tends to make it to the first page of a Google search result. In fact, the average length for first-page results content is up to 1900 words! The second, however, is the fact that human attention spans are shorter than ever before. You now have about eight seconds before your readers get bored and move along.

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Stop Reinventing the Wheel and Start Stretching Your Content

Stop Reinventing the Wheel and Start Stretching Your Content


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A successful content marketing strategy relies on a steady stream of fresh content. Of course, creating all that original material can be a strain on your time and resources. Rather than struggle to create enough content or, worse, publish less material, there are better ways to keep the content pipeline full with less effort.

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4 Powerful Benefits of Outsourcing Your Marketing to an Agency

4 Powerful Benefits of Outsourcing Your Marketing to an Agency


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Marketing is a critical component of any business plan. No business can survive without customers, and marketing is how to find new people and introduce them to your products and services. For many small and mid-sized business owners, marketing starts as an in-house project, often completed by the owners themselves or split up among the office staff. Every growing company reaches a point, however, when they’ve outgrown the ability to handle marketing themselves, or when they’re ready to move to the next level.

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How Can I Trust My Business with a Marketing Agency?

How Can I Trust My Business with a Marketing Agency?


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Being let down by an agency is a serious burn. You’ve taken the time to go through the process of starting up your project with the agency, listened to their plans and promises, and paid for services you expected to receive. Whether the agency was dishonest, overwhelmed, or just a mismatch for your company, the ultimate result is the same: you still need to meet your marketing goals, but your budget and your trust have been depleted. Now what?

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Help! How Do I Get My Website, Social Media, and Online Store Going?

Help! How Do I Get My Website, Social Media, and Online Store Going?


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Whether you’re launching a new business, re-launching an existing company, or you’ve finally realized that you can’t do business anymore without an online presence, there’s a lot to keep track of. How do you get a website up and running? How do you use social media? What about SEO? What is SEO?

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Want More Leads? Inbound Strategies Are the Answer!

Want More Leads? Inbound Strategies Are the Answer!


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Even just a few years ago, many businesses used their websites as little more than advanced business cards. There may have been a couple of pages that described products and services along with a page of contact information and that was that.

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